There’s an advertising feature in the latest GQ that champions 17 “Rock Stars of Science.” Each ad includes a genuine rock music star alongside three or four genuine scientists, some Nobel laureates among them. The idea is to make science sexy.

Will it work? Chris Mooney, co-author of Unscientific America, is one of the minds behind the campaign. if you want to know more about it, head on over to his Intersection blog, where he writes about the risks of the project: